1 Meaning of Promotion

Promotion is the process of marketing communication involving information, persuasion, and influence.
The promotion has three specific purposes: communicating marketing information to consumers, users,
and resale persons. Promotional efforts act as powerful tools of competition providing the cutting edge of
its entire marketing program. The promotion has been defined as “the coordinated self-initiated efforts to
establish channels of information and persuasion to facilitate or foster the sale of goods or services, or the
acceptance of ideas or point of view.”

According to Philip Kotler, “Promotion includes all the activities the company undertakes to communicate
and promote its products to the target market.”

According to W.J.Stanton, “Promotion is the element in an organization’s marketing mix that serves to
inform, persuade and remind the market of the organization or its products.”

Importance of Marketing Promotion

The marketing promotion plays a very important role in business. Without effective promotion, the product
awareness may remain low in the market and lead to lower than expected revenue. But on the other
hand, marketing promotion also would require dedicated budget but it helps in creating the awareness in
the market enabling the organization to drive additional revenue.
The main aim of marketing promotion is:
1. To introduce a new product
2. To educate customers about the product usage
3. To increase awareness of the product
4. To differentiate from competitors
5. To achieve increase in product recall
6. To build brand value and image
7. To encourage people to buy in bulk especially in off season to level the demand
3 Public relations (PR) refer to the variety of activities conducted by a company to
promote and protect the image of the company, its products and policies in the eyes of
the public. Thus it aims to manage public opinion of the organization.
characteristics of public relations are as follows:

1.It is two-way communication between an organization and its public through which they both try
tounderstand and corporate with each other and eliminate misunderstanding.

2. Public Relations is not only a social philosophy, expressed in policy inactions of a firm, but it is also
thecommunication of this philosophy to its concerned public. 

3. It is a method of establishing a mutual understanding between an organization and its publics.

4. It is an important promotion mix tool of a firm which involves a variety of programs designed to promote
or protect a company’s image for its individual products.

1. It helps in developing a favorable or positive image of an organization and its products among its various
publics.
2. It is not only an art but science also.